As a design consultant with deep roots in the toy and entertainment biz, I'm always interested in studying new business launches by industry wunderkinds. Ridemakerz–a new toy retail and entertainment concept all in one enables boys to build do-it-yourself, customized model cars–is one of those businesses that are well worth studying.


Business Week outlines the concept of this new business, and the people behind it, in a profile titled, "Build-A-Bear with Wheels."
The company's first two stores have opened in an entertainment complex known as Broadway at the Beach in Myrtle Beach, South Carolina and in Bloomington, Minnesota's Mall of America. Two additional stores will open this fall.
Many consumers and marketers are familiar with the success of Maxine Clark's Build-A-Bear business. What began with one Build-A-Bear workshop in 1997, has now expanded to over 300 retail outlets across the U.S., Canada, Europe and Asia, and $437 million in sales.
Ms. Clark reports that her business ratio appeals to a 75% girl vs 25% boy audience. "We had many requests from parents who wanted something different to do for boys," she stated. Adding: "Boys love cars and video games." She considered starting a business called "Build-A-Car," but tabled it due to the demands of running a fast-growing company.
Enter in entertainment producers Gillian MacKenzie and Jane Startz along with Larry Andreini, an entrepreneur, who saw the potential for this business. Andreini and partner Norm Pozez, along with Jane Startz, met with Maxine Clark as a possible investor. Ms. Clark gave the trio $700,000; part of the $5 million that was raised to launch the business. As is the case with Build-A-Bear, modular parts must be manufactured to be configured to each boy's customized model car.
Industry-wide, basic toy sales remain relatively flat, while the video game segment continued to increase–19% to $12.5 billion from 2005 to 2006. One bright spot in the general toy business was the vehicle category for boys, up almost 6% to $1.9 billion in sales from 2005 to 2006.
Ridemakerz seeks to capitalize on this segment and offer boys the following:
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Retail entertainment shops that appeal to a population segment that doesn't like to shop.
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The age-old idea of building model cars merged with the 21st century idea of being able to create and build a custom car quickly for more immediate gratification.
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Entertainment other than skate parks and computer games for boys.
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A great store experience that heightens the car culture for boys with retail interiors designed like body shops with colorful signage.
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Customized model cars can be built for base prices of $12 to $25. Of course, additional accessories cost more. Boys also paint and decal their own cars, moving through 7 different zones where they can choose different kinds of tires, colors, sounds, grilles, spoilers and decals. How cool is that?
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Kids also create personalized license plates for their models and then receive a certificate with a "Ride Identification Number."
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Ridemarkerz has licensing agreements with Ford and Dodge to use several of their models and is currently in discussions with two foreign car manufacturers. According to Andreini, authenticity has been instantly received by customers.
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Kids not only create and build something uniquely their own; they can learn all about the history of cars and even about alternative fuels on the Ridemarkerz web site.
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Ridemarkerz is currently investigating extending its brand in future through video games and TV shows–but is totally focused on building its core brand first.
Smart!